MERCADEO

Amir Kassaei of DDB Worldwide demistifies advertising awards

Manuela Walfenzao| 14 de enero de 2016

Amir Kassaei, CCO de DDB Worldwide

The CCO for DDB Worldwide, Amir Kassaei, advocates the thesis that advertising awards have no importance and feels they have a negative impact on the industry. Therefore, he started a campaign titled The End of False Recognitions, which he launched with a statement. In the piece, Kassaei writes that DDB offices worldwide will send increasingly less work to Cannes and similar events. He also mentions that DDB has won more Grand Prix at Cannes than any other network on the planet. But the real aim of the communicate is to invite other actors of the industry to discuss some of the most important values of advertising. “Too many of us in the industry have bought into the idea that winning awards is proof of creative effectiveness, so much so that we’re willing to sacrifice our integrity to get them. And in turn that has lessened the integrity of the awards themselves” explains Kassaei. “If we are coming up with social ideas that pretend to solve the world’s biggest problems or help disenfranchised people, but, in fact, are only being done to win an award, we are cynical and perhaps even criminal.”The CCO´s conclusion is that agencies must focus on serving clients instead of promoting themselves.

Diario de Hoy

jueves, 7 de noviembre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image